Macy’s is getting musical for its fourth annual “American Icons” campaign running May 12 to June 19.
On the agenda, Macy’s is staging its first digital music festival on YouTube with emerging artists; singer Adam Lambert becomes the face of the INC International Concepts private brand, and advertising will spotlight performers in Macy’s fashions.
There’s also the launch of the Love Bravery limited-edition line of clothing and accessories from Lady Gaga and Sir Elton John, which the pop greats say is designed to “inspire compassion and combat prejudice.” Twenty-five percent of those purchases will benefit the Born This Way Foundation and the Elton John AIDS Foundation. Lady Gaga is scheduled to launch Love Bravery at Macy’s Herald Square on Wednesday.
“This year, American Icons is all about the celebration of music. We’re offering a medley of different experiences for customers,” said Martine Reardon, Macy’s outgoing chief marketing officer. “In our advertising campaign, we pay tribute to locations rich with music history such as New Orleans and Memphis, as well as some of the hottest musical talent today. We will also be hosting our first digital music festival on YouTube, which benefits Got Your 6,” a charity supporting veterans and their families.
On the fashion front, the big store will play up folksy looks such as off-the-shoulder chambray dresses from Michael Michael Kors; raw-edged cropped jeans from Paulinaa and Tommy Hilfiger’s tie-front eyelet shirts and patterned shorts. There will also be “festival-ready styles channeling easy-breezy California cool” like bare-shoulder crocheted dresses from American Rag and American flag bodysuits and high-waisted shorts from Material Girl.
For the ad campaign, 19-year-old singer-songwriter Austin Mahone will be seen in festival gear from American Rag and Levi’s; Destiny Frasqueri, aka, Princess Nokia, will be in Calvin Klein; Kelsea Ballerini will be in Rachel Rachel Roy, Maison Jules and Ray-Ban; and Mexican songstress Thalía Sodi will be in sexy styles from her collection for Macy’s.
Macy’s digital music festival on YouTube starts June 2 at 8 p.m., EDT, on youtube.com/macys. Created and produced by Macy’s and Portal A, the festival will feature, among others, Broadway and TV personality Todrick Hall; pop rock singer-songwriter, AJ Rafael; the Gardiner Sisters, and teen singer-songwriter Macy Kate.
American Icons also encompasses in-store events for kids and cooking demos. For the Got Your 6 charity supporting veterans, with each view of the festival, Macy’s will donate $1, up to $100,000. From May 13 to May 15, customers can give $3 at Macy’s stores or on macys.com to the charity, and receive 25 percent discounts.